Where the Majority of Link Juice Is On The Web

by Jon Cooper

Bear with me as I try and introduce this brand new concept.

Let’s be honest. We all like getting big, juicy links, but they’re far and hard to come by.

It’s also frustrating to see blogs like my own that gets linked to naturally from other blogs, because that’s extremely difficult to do (and if you aren’t frustrated, you should be!). But it’s not because I write great stuff, or my blog’s design, or anything else that we talk about often for that matter.

The reason my blog posts, and other blogs on the same subject for that matter, attract links is because the topic of my content appeals to the techie population that makes up the majority of webmasters and bloggers.

Think about it. Why do you think my blog in 12-18 months of sparse writing can attract 10x more links than your well established, 5 year old home improvement website with outstanding content? Why do you think Ross talked about Hacker News as a goldmine at Linklove 2012?

There’s a huge, underlying concept that we’ve failed to come out and say. It’s the concept behind why insurance companies write content aimed at small businesses, why there can be so many “social media experts” online, why sites like Problogger will get more social interactions on their posts than yours, and why any half decent tech news site won’t have to struggle when it comes to links.

So, for those who don’t quite understand me too clearly: write content that in some way targets the same audience on the Web that is responsible for actually putting links up on websites.

That’s why any SEO blog can get a few links their way, because the majority of its readers have the potential to link to them from a website or blog of their own. The same goes for any other topic that’s Internet, IT, programming, social media, or blogging related (there are other topics, but those are the most notable).

This concept explains why your content that’s targeting plumbers attracts almost no links, because how many plumbers operate a half decent website on the side?

This concept explains why a crapographic on Twitter & Facebook will get more links than an above average infographic on the concrete or roofing business.

But now that you understand this topic, don’t get frustrated. Get excited, because there are way too many people who have yet to realize this.

So here’s a little cheat sheet type list to go down when you decide you’re going to invest in trying to create something that will attract a few links of its own:

Try and make it appeal to the techie/online population in some shape or form

Target a large, broad audience with it (i.e. try football, not water polo)

Make it as easy to understand as possible; if your potential linkers can’t understand it, they won’t link to it, so avoid fancy jargon (or help them understand it)

I know I just mentioned a few other things outside of this concept, but my main point is thus:

Kick ass content (in terms of attracting links) is nothing if you don’t target the right audience.

So next time you invest some dough into link attraction, try to create something aimed at internet users, webmasters, or bloggers. These are the people that are going to link to you in volume.

Note: This concept goes far beyond just content, but you get the idea. I’ll give some highly specific strategies on this topic very soon, so stay tuned!.

I don’t like writing short posts, but your time is precious & I have nothing else notable to say. With that said, what do you think? Your comments are HIGHLY appreciated, and I do my best to respond to as many as possible (although I’ve been slacking lately; that will change ASAP!!).

Thanks for reading, and make sure you join my mailing list. Seriously. Something huge is about to happen in the next few weeks, and email subscribers are getting first dibs.

You are absolutely correct in what you say and yet, people seem to forget it.

Ultimately, you have to appeal (get the attention) of techies, webmasters etc. After all, they are the ones who are capable (have the ability) of actually building the link. This begs the question of how an industry such as plumbers would go about attracting links? I suppose the answer would be a lot of creativity which is at the heart of link building nowadays.

The million dollar question though is: how do you keep within brand guidelines and not alienate your core buyer demographic? The simple answer would be “forget about them and do it for the links” but I don’t think that’s a sensible answer.

Spot on Jon. This is something that I’ve been recently pointing out to some who seek advice from me (I’ve actually written a guest post very related to this, but sadly it isn’t published yet, sucks -kidding). Though I’ve also mentioned this on a group interview here:

What people are really missing when it comes to “using content to attract/generate links” is:

“What people are really missing is to “create great content specifically tailored to linkers”. Creating useful stuff is good, especially if your content is targeting your potential customers. But creating content for links is a different story. Because in this arena, you have to know what content resonates with the “linkeratis”, and it’s not just useful stuff, these are mostly things that can really compel and educate the people in your industry who’re in the “advanced segment”. People who basically write about the things in your industry too.

So how do you attract these people to link to you? Write the things that they read and learn from, and then let them know about it! Continuously provide the things that they read and mostly link out to, because that will lead you to the road to a scalable link building process.”

I think you nailed it with the fact that the content marketing so many are preaching is different than the type of content you need to create if you’re looking to attract a few links to. They’re honestly not the same thing.

You might have the best content in the world for your audience, but if no one sees it, why bother?

No, you don’t have to advertise to your audience the content that’s sole purpose is to attract links, but you shouldn’t not create it just because if one of your visitors was to stumble upon it, it wouldn’t be 100% relevant to them.

Remember – links are for SEO for traffic. Once that traffic is on your site via search, then you can direct them to that kick ass content you have that’s targeting them as a customer.

Hopefully you follow my train of thought, and thanks for the comment 🙂

Completely agree with the idea of creating great content with the idea that the audience for that content happen to be webmasters/bloggers that would link to you. I would disagree, though, that it only happens to be IT/tech related subjects that bloggers and webmasters operate in. There are plenty more topics that currently have strong blog/social communities that you can leverage for linking to your site. Somebody creating content for craft projects can very easily gather links from mommy blogs just like your content about SEO will get links from SEO / Internet marketing blogs. You’re right, however, that some topics simply don’t have those same kind of online communities (like plumbing).

Just pointing out that the opportunities are a bit wider than just the tech topics 🙂

Well done, Jon. This is a solid linking strategy and also a solid marketing strategy that rarely fails to produce results. The more time we put into engaging our audience with content they can connect with, the more they will naturally take the actions we want them to take, without having to beg for it.

The other benefit, which I personally believe is more powerful than building links is building relationships – do that and the links will come. My blog’s 5 months old and only has 22 LRDs according to Open Site Explorer. Nothing to brag about in terms of links, but the relationships that have been formed, online and offline, through the blog have been highly rewarding.

Agreed, but I think as a community we’ve hit that nail on the head. Relationships is at the core of what we talk about, and in no way im I saying they’re not essential, but I just like bringing up new topics & ideas 🙂

Nothing’s black and white. I’m not saying every piece of content should be fully focused around the techie space, or any other link-happy space for that matter, but it’s something to keep in mind when crafting content. I wouldn’t be bringing it up if I hadn’t seen this almost everywhere I am on the Web.

And I do appreciate your opposition to what I’m saying; without it, there would be no real discussion! 🙂

I agree with you Jon, but at the same time this is one of the major cause of why so many posts or articles are really boring, not interesting, and lame.
I think people are too focused on creating something just for link’s sake but the user is not interested at all. How many times in the SEO community the same topic is treated by 345 people in different blogs, but nobody is adding a value compared to the others?
Plumber example: rather than content, I would focus my energy on services, and maybe a great site. But if I’m a plumber, there is no way I can talk about tech stuff because maybe I’m not interested, and links are not my focus anyway.

Focusing on links is the main reason we read tons of shit these days. Everyone now has the “pressure” to put the perfect link in a perfect article; all the people in SEO community are writing stuff just to place the link, but thank Trent Reznor (Trent is like a god to me) the majority of the users are not SEOs or inbound marketers or whatever titles.

I would be more interested on reading stuff written for saying something cool, important, developing a concept, an opinion, but written anyway for willing of writing a GOOD PIECE. When you write something for the links, you can totally see it. And it’s lame.

Just because you have the write topic doesn’t mean you’re going to go anywhere. There’s much more competition in these spaces, so you really need to stand out, but I think the rewards are much higher in these spaces.

Good read as always Jon and whilst I don’t agree that this is a new concept I definitely agree with what you’re saying. The formula is:

Right content + Right Audience = Links (and shares)

A major part of the “right audience” is definitely that these guys have the ability AND willingness to link, otherwise the best content in the world goes unnoticed.

I also agree that it is us, the web savy internet marketing types who do a disproportionate amount of linking and sharing. We more than most understand the value, or better still, the currency of links. Our efforts are certainly magnified but then so are our expectations. This is why I often get frustrated reading about this tactic or that tactic which got x amount of links for an SEO blog. That shit just doesn’t cut it in the REAL world.

“I often get frustrated reading about this tactic or that tactic which got x amount of links for an SEO blog. That shit just doesn’t cut it in the REAL world.”

This, yes this! I am constantly frustrated by trying to draw parallels from SEO blog link building or content creating articles because the audience they’re catering to is so incredibly different than the average site’s. Yes, I understand that all audiences are different, but it seems much more relevant when the goal is link building/shares and the difference is that this audience is a thousand times more likely to link/share/read blogs.

Good points, all of them. As a photographer I feel that I border more on the easier side – and I should definitely put some articles out there to cater to the photographer/techie crowd, not just my target market.

This is my first visit to Point Blank SEO. I love the site and this article was dead on.

I’m new to the IM/SEO industry but I noticed this trend as well: headlines are written for *other* marketers. The headlines that seem to bring in tsunamis of traffic are either phenomenal in their own right, or more often they reference some aspect of pop culture that the masses will flock to, even if it’s an IM/SEO article.

Since you’re new (well, not since you’re new, but anyways…), if you need anything, don’t hesitate to drop me an email on my contact page. Always looking to help others out at that stage, because I was there at one point too.

Hi Jon,
Nice article. I’m doing similar stuff for some clients. Writing about the RNC in Tampa for one client purely for local branding. Writing about a ‘green’ movement for another although they have no green products yet. This is to position them so that future clients can feel good about doing biz with them. Green is good! If you do enough content with focus (as you do here) you can become an authority and links will come along with the kind of green that is really good! For instance if you are a plumber who is interested in local charity work, and blog about it enought to become an authority, if the charity stuff then gets lots of links, it will elevate the landing pages for the ‘dull’ plumbing service landing pages, and bingo. At least that is how I am seeing it. One stragety among others…
Cheers,
Kris

Don’t you think that this view is a little outdated? Techies may have been the ones linking out 5/10 years ago but nowadays ‘everyone’ has a social account, a blog and are generally more tech savvy. Lets be honest, adding a deserved link to a post/article (through adding decent content on your own site) isn’t difficult 🙂

I think you’re definitely right Sean, but I don’t think to the extent that it would make some of this audience targeting not worthwhile.

Mainly, because of this: the best way to go about it is to find the largest commonality between all bloggers & webmasters. It has to be something that they’d want to share with others.

The tech space is one of the biggest, just because they have to have some of that knowledge to actually be a webmaster or blogger. Sure, there are other areas, but this one is notable for many reasons.

The barrier of entry to creating a website has diminished like you’ve noted, but I still think there’s at least some degree of knowledge needed to be a webmaster or blogger, and that knowledge is the type of content you should try to aim for in some way, shape or form.

Oh, and like always, glad to see you joining the conversation and sharing your views 😀

Hey Jon, immediately I’m happy to see a good amount of conversation on the post and I celebrate your diligence in getting back to your readers..

Secondly, I don’t know if camp is done, but if so, I hope it was epic (Bill Murray in Meatballs style- before your time, Jon 🙂 – but I know you like Bill)

Hmm.. I’m going to say being more engaged with the tech space is not a bad idea.. (if you write a sports blog but take interest in marketing blogs for instance…- I mean, it WOULD make sense for any brand to take interest in SEO bloggers…if anything, you may pick up something for your own brand)..

I can’t I link out to as many non-industry sites, but, that’s because not as many non-space people engage with me.. If someone was to read my blog/engage me, I’m more likely to check them out… I may find a concept on their blog, not directly related to the space, but related to a marketing point I want to convey in some way.. then, I would be likely to link.. (moreso than randomly finding a post that may relate to the tech space)

This is not practical for some brands, but is for others… even a guy/gal who does some ‘off work,’ engaging at nights, reading one or two tech bloggers per week, could start making notions toward making relations (and I guess linking too- but that’s never given 🙂 , which is a good thing)

Thanks Anthony! It was awesome; first time in a while I got the chance to disconnect.

But yeah, I see what you’re saying. I guess all I can say in that regard is not to take it to an extreme – i.e. a sports blog talking about code or something like that. Rather, try and mix the two in some way so you can tap into both the sports community (your main audience) and the link-happy tech community. Finding a nice medium between the two for certain posts is the point I’m trying to make.

The idea of targeting webmasters and techies is a great universal rule of thumb, even offline they are the ones who will take the content online. From a purely viral standpoint anything that is going to be properly controversial is going to get traction, one way or another. Controversial link bait coupled with link bait that is targeted towards webmasters and techies has more chance than any other to go viral if done correctly.

Great post man, looking forward to seeing your more in depth examples etc.

Nice post! This reminded me a bit to the “linkerati” concept that Rand used to talk about 6 yrs ago http://www.seomoz.org/blog/identifying-the-linkerati, which basically advises to create good content for the people who generally can put links on the web (Bloggers, webmasters, etc).

It’s quite interesting to me that some concepts that were mentioned back then still apply and work today.

I’m looking forward for the specific strategies you come up with as a continuation on this topic 🙂

I have an answer that might appeal to more people who don’t like the idea of crafting their content for a bunch of uber nerdy web masters and techy types.

So we want to target the Linkerati, but they don’t have only an interest in technology and SEO. Humans are not one dimensional robots, all of these high volume linkers have interest in things other than the newest iPhone or tech IPOs.

There are a lot of Linkerati that are also outdoor enthusiasts, DIYers, avid travelers, hipsters, photographers, design lovers, and foodies. Those are big interest areas that I’ve noticed that are not in the Star Wars and Linux servers spheres.

So using the plumber example, I imagine if you spun your content to target DIYers, that would get shared a lot more because you’re targeting linkers with a DIY slant. Create an infographic/instructographic showing DIYers how to fix or upgrade simple plumbing things in their home. This also follows Jon’s advice of appealing to a large demographic (homeowners) as well.

Rand Fishkin is a social media giant firing off Tweets all day and he has heavy influence in the SEO world, but he is also an avid traveler and a huge advocate for Oyster Hotels and Hipmunk for example.

So when crafting content, and I’m just having this realization now, target the Linkerati but dig a little deeper and find out where their interests overlap outside of their tech world job that relates at least peripherally to your industry.

This is half experience and half philosophizing so shoot any holes in this perspective you can!

In the style blog industry, linking is done mostly via images. In legal. it is SO competitive that webmasters have to do a lot of digging around for legal related sites, or even partner up with existing law firm sites. Depends on the industry.

Heh. In the dating niche (PUALingo.com) everyone is in bed with one another on the SERPs, with all the top gurus talking to each other and exchanging link love. Sounds gay I know 🙂

Good stuff, John. Those who walk the fine line of keeping relevant while broadening their reach by good content marketing are quite creative and brilliant. They are the ones who really hit the “sweet spot” and are able to make things happen. And even if something isn’t totally relevant to a particular niche, I do think that it sticks in persons mind if it’s really catchy and their subconscious brings it up when its time for them to consider shopping for whatever you’re peddling. I mean – Yo Quiero Taco Bell, Obey Your Thirst, and Wasssssssup! The stuff you are marketing should be relevant at some point in time of the reader’s life, and if you are now part of the “contents of their head”, you’ll get a buy later down the line. What’s a dog got to do with Tacos, or some lizards or even horses to do with beer?

Nice post Jon. I was going to make the same point as several others that it’s not just techies who link. There are definitely other niches that link a lot as well. For the niches that don’t have people who link as much you just need to be creative and think like a marketer in order to get those natural links. It would be even better if G could objectively take this into consideration and weight links less in niches that are not so prone to high amounts of linking. Or maybe they already do and that is why on-page is so important. Maybe they do have some form of classification systems for different types of verticals and how much weight links matter in that niche based on how active that community is.

Your point is well taken. Its too true. And for that reason its gonna change. Its gotta change. At some point Google is going to hold its head with both hands and burst out laughing at what fools they have been. And at that point, a super penguin will swoop down and ravage any link-building for these industries. Instead, what is going is going to count is the signals the best plumbers actually have – maybe casual references in a google+ conversations, maybe the number of directories they are in, maybe the amount of advertising they do in the yellow pages. So long haul I wouldn’t bet on any flashy moves like making your plumbing business attractive to the SEO crowd.

Hi Jon – great stuff here, and I agree with your overall thesis. There’s a subtle strategy change that has to happen though, if you’re doing active link outreach. One of the key questions I ask myself is “Who controls the page on which I want a link?” Sometimes it’s more than one person, and sometimes it’s not the same person/people that make the editorial decisions about the page content. Some smaller companies don’t touch their site’s html, they have a web hosting company that makes edits based on what they tell them, and, ironically, larger sites often have a maze-like gauntlet between the link seeker and the link granter. For me, link attraction tactics are active or passive, and at times, both. Keep up the great content! -Eric

You definitely just brought up a great point. Even sometimes for me, I’ve found that a webmaster might be able to control the page, but they’re not always the right person to pitch (they just want to fix things on the page, and don’t really care about putting up a link to someone new, especially if they don’t feel as if they have the authority to make that decision; this is the case with a lot of .edu’s). So, even if they control the page, I might go elsewhere to pitch someone else to make my point as to possibly why they should be linking to me. Then, I could do something like CCing the webmaster if that person agrees.

Another amazing blog post Jon. I had a client he specialized in process heating and getting links was just near impossible. Until I did an outreach to other similar SEO’s that were struggling with tough subjects and guess what? They were completely open to exchanging links with guest blogging.

Just reach out to our own industry first, then branch out to other relevant and similar sites and you should be just fine.

Hi Jon,
Great post as always! Kudos to Joe Robison too. I like his point about speaking to the Do-It-Yourselfers in your vertical. It gets at – if someone is reading your blog, most likely they have some problem they want solved. Figure that out and give them the answer. Visitors to a plumbing site might have a broken toilet, but equally important, they might have little money to spend or time to research solutions. My advice to social media clients is to always ask why people are calling on you; what problem are they trying to solve? You have to dig. It’s not always there on the surface, waiting to be picked up.

Amazing! Straight to the point… I love it and I do agree. Content quality matters, but niche does more… I have had little case study and analysis about kinds of content that attract many readers and the result is many people are now hungry for “techie” content. Nowadays, internet and technology (to be more specific: gadgets, computers, web 2.0 (esp social media), blogging, online marketing, online business, SEO, daily quick tips for technology application, and such) are the highest terms people are searching for. As of 2008/2009, in my country (ID), the rating for such content gets higher and higher. You need to be “techie” to know what they want, at least you have to learn to understand why they need such content and how to provide it to readers.
Thanks, sorry for my poor English 🙂
I have subscribed to your new updates and newsletters. Thanks for the great content.

As Eric said, it’s sometimes hard to get to the person who actually is in control of the website to place a link or change content.
Oftentimes we create great content but the companies in the niche are just not able to react as they simply don’t know anything about this whole linking stuff.
In those cases an email or a call is necessary thus switching from passive to active meaning incredibly larger efforts.
So your tips are good and the “linkerati” has been described by seomoz a long time ago (http://www.seomoz.org/blog/identifying-the-linkerati) but actually getting those links from companies still stuck in offline advertising is hard…

For instance, while a site like Copyblogger is an amazing resource, you’ll often read articles where some writers say…”Want to get as many comments, likes and links as Copyblogger? Here’s what you need to do!”

Like I said – they’ve got great advice. However, they also have an audience that is almost completely made up of bloggers/online marketers/link-builders.

I agree with the earlier comment mentioning the need for social shares to carry more weight. I also agree with what you’ve said in the comments about the difference between creating content for links and creating content for your customers. No reason you can’t do both.